Brewery partners with Traid in ‘beer for clothes’ scheme

The brewery outlined that it will be touring Manchester, Leeds and London from 15 to 17 November.

Camden Town Brewery and Traid said they will be stationing a van at the heart of each city, where consumers can donate any unworn or pre-loved clothing. They will receive the brewery’s new seasonal Chilly IPA. The project aims to encourage more sustainable shopping.

According to research from Traid, 300,000 tonnes of clothing end up in landfill annually in the UK, with an estimated that 40% in reusable condition. Additionally, it found that Brits have an estimated 1.6 billion pieces of unworn clothing in their wardrobes.

As a result, Camden Town Brewery is calling on consumers “to think about how we shop”.

Project

Consumers can take part in the project, titled The Camden Chilly Traid Off on 15 November at Victoria Leeds, Sidney Street in Leeds, on 16 November at Camden Beer Hall in London and on 17 November at Manchester’s Trafford Centre. Each location will see the van stationed from 12pm to 4pm.

Commenting on the partnership, Traid’s recycling development manager Jose Baladron said: “We’re delighted to be partnering with Camden Town Brewery to keep clothes in use for longer. Our wardrobes are full of clothes we no longer wear or need and extending the life of the clothes we already have is one of the most environmentally beneficial things we can do to reduce our waste, water and carbon footprints.”

Fred Nesbitt, head of marketing at Camden Town Brewery, said: “We are so excited to be working with TRAID again for the Camden Chilly TRAID Off. There’s nothing we love more than good beer for a good cause, and we are encouraging Brits to dig deep into the back of their wardrobe this winter, to come down and donate any unwanted coats or jackets in exchange for our freshest new IPA.”